Buick Goes After Luxury Market with New Avenir Sub-Brand

Buick Avenir Sub-Brand

Remember the Buick Avenir concept the automaker showed off in 2015? Well, it turns out the automaker plans to spin off a luxury sub-brand with the very name in 2018. Think of it as Buick’s equivalent of the Denali over at GMC.

The automaker says Avenir, which is French for future, will represent the “highest expression of Buick luxury.”

It’s Buick’s attempt to step up its premium offerings. Buick says ninety percent of buyers who purchase the Enclave, one of Buick’s best-selling vehicles, choose one of the two top trim levels.

Special design touches will separate the Avenir models from standard Buicks. They’ll be based on Buick’s concept car-inspired vehicles. They not only include 2015’s Avenir sedan, but also this year’s striking Avista coupe concept.  We can expect its grille to carryover, plus look for larger wheels, unique finishes, special interior detailing and Avenir badging.

Buick unveiled the Avista earlier this year at the Detroit Auto Show. It’s won several prestigious concept car awards since then. The coupe produces 400-horsepower with twin-turbocharged V6.

2016 Buick Avista Coupe Concept

buick aviner sub brand

General Motors Vice President Global Design Michael Simcoe accepts two 2016 North American Concept Vehicle Awards for the Buick Avista concept Sunday, July 31, 2016 at the Concours d’Elegance of America in Plymouth, Michigan. The IMAC awards are for the 2016 Most Significant Concept Vehicle of the Year and for the 2016 Concept Car of the Year. (Photo by Steve Fecht for Buick)

Photo Credit: Buick


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